The Marx Group- Green Marketing- APRA 2011

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Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

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The Marx Group- Green Marketing- APRA 2011

  1. 1. Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message Sunday, October 30th© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 1
  2. 2. The Marx Group Presenters: Tom Marx Gary McCoy C.E.O. Public Relations Director • Business growth & marketing focus • 15 + years industry experience • 25+ years of industry experience • Marketing & PR over 25 years© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 2
  3. 3. Green Messages Not a New Story • APRA emphasizes • Industry talks about it© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 3
  4. 4. Based on a McKinsey Quarterly Study, March 2008 • 87% of consumers are concerned about the environment and social impacts of the products they buy. • 33% of consumers indicated they were ready to buy green products or have already done so.© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 4
  5. 5. We Believe You Get It!! Now, what do you do with the Green Message?© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 5
  6. 6. Unless you are selling your products direct to consumers, the overarching Green message comes from your industry, rather than from each of you individually.© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 6
  7. 7. So why bother? • Be socially conscious and engaged • Create goodwill with your customers • Build awareness of your company and its products© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 7
  8. 8. Green Messaging Can Help Your Business 1. Walk your talk 2. Integrate throughout your business 3. Identify the audience that cares 4. Focus on long-term opportunities© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 8
  9. 9. A • Industry voice for “green message” • Remanufacturing creates jobs campaign • Design for Remanufacturing™© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 9
  10. 10. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 10
  11. 11. APRA Campaign Message 1: Impact of remanufacturing on job creation© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 11
  12. 12. APRA Campaign Message 2: Remanufacturing as the energy and material conservation solution© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 12
  13. 13. APRA Advocacy • Design for Remanufacturing™ • Advocacy for national remanufacturing policy http://apra.org/About/Reman.asp© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 13
  14. 14. Design for Remanufacturing™ • Defining remanufactured vs. rebuilt • Environmental edge • Scientific studies • Future of remanufacturing© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 14
  15. 15. Phoenix Automotive Cores (Case Study) • Article on Jay Robie, CEO and Phoenix Automotive Cores in APRA Global Connection© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 15
  16. 16. • Consumer oriented • Utilize facts about recycling to reinforce message • Emphasizes the breadth of items that can be recycled© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 16
  17. 17. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 17
  18. 18. NASCAR GREEN™ Program • Developed as a NASCAR® organization to promote recycling among its vendors, sponsors, partners and fans • 1st NASCAR GREEN™ summit, Miami Florida mid-November© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 18
  19. 19. NASCAR GREEN™ Program • Studies show NASCAR® fans are 50% more likely than non-fans to say their household is very green • NASCAR® fans are 8X as likely as non-fans to associate NASCAR® with environmental responsibility© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 19
  20. 20. NASCAR GREEN™ Message Platform • Conservation and the environment • Job creation • Strengthening American energy independence© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 20
  21. 21. Official NASCAR® Green Partner Assets • Official Partner of NASCAR Green™ designation • Category exclusivity • Creation and use of proprietary logo and tagline(s) • Rights to NASCAR® marks and all ancillary marks© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 21
  22. 22. Official NASCAR® Green Partner Assets • NASCAR® Green Bar Mark • NASCAR® All-Star Race • NASCAR® Chase marks • NASCAR® Champion’s Week© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 22
  23. 23. Official NASCAR Green™ Partner Assets • Official Partner discounts with directed media partners and Official Partner Resources • Dedicated Partnership Marketing Account Manager with PR and Marketing support© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 23
  24. 24. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 24
  25. 25. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 25
  26. 26. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 26
  27. 27. PowerSpin Green Positioning© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 27
  28. 28. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 30
  29. 29. © 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 31
  30. 30. Public Relations© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 32
  31. 31. Advertising & Direct Mail© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 33
  32. 32. Community Outreach© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 34
  33. 33. How do you market Green? 1. Ready-Aim-Fire 2. Integrate into you Unique Selling Proposition (USP) 3. Integrate with all internal and external communications© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 35
  34. 34. Ready-Aim-Fire • Know your audience • Create a marketing strategy • Choose marketing tactics • Implement • Evaluate • Readjust© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 36
  35. 35. Thank you. For more information or a copy of this presentation, give us your business card or please contact: Tom Marx Gary McCoy 415.453.0844 ext. 106 (847) 622-7228 tmarx@themarxgrp.com gmccoy@themarxgrp.com www.themarxgrp.com© 2011 The Marx Group - Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message 37

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